Influence of Geographical Expansion Strategy on the Growth of East African Breweries Limited in Nairobi County, Kenya
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Date
2018
Authors
Njari, Anthony Kingstone King’orhi
Muathe, Stephen M. A.
Journal Title
Journal ISSN
Volume Title
Publisher
Research Publish Journals
Abstract
The main objective of this study was to establish the influence of geographical expansion strategy on the
growth of East African Breweries Limited in Kenya. The study adopted a descriptive research design. The target
respondents were 225 comprising of 4 managers and 221 employees. Stratified sampling was used whereby the
population was grouped into four strata (Sales Department, Production Department, Marketing Department and
Quality Assurance Department). A census of 4 managers was done and 140 employees were selected through
simple random sampling to form a sample size of 144 respondents. Questionnaires and interviews were used as
data collection instruments. The study established that geographical expansion strategy had a positive and
significant effect on the growth of EABL. The study concluded that EABL recruit companies that help in
advertising new segment of clients via geographical growth method. The study recommends that EABL need to
bear in mind home market electricity through via strengthening their role within the domestic target marketplace.
The company needs to understand their enterprise’ strengths and what makes it a success within the domestic
market before going for a geographical enlargement method.
Description
Research Article
Keywords
Strategy, Geographical Expansion, Growth, Market Development
Citation
International Journal of Management and Commerce Innovations Vol. 5, Issue 2, pp: (763-771), Month: October 2017 - March 2018